The role of gamification experience in shaping continuous usage and word-of-mouth intentions: evidence from e-wallet services in Vietnam

In recent years, e-wallets have become a relatively popular cashless payment channel in Vietnam, experiencing rapid growth in both adoption and transaction volume. However, the number of continuous users remains limited, resulting in resource inefficiencies and raising concerns about the sustainable development of this service. To address this, service providers have implemented various strategies to attract and retain users, including the integration of gamification into e-wallet platforms. Utilizing the Stimulus–Organism–Response (SOR) framework and the GAMEX scale, this study examines the impact of gamification experiences on customers' intentions to continue using e-wallet applications and their likelihood of sharing positive word-of-mouth recommendations. Structural equation modeling (SEM) was used to analyze responses from 303 users with prior experience in both using e-wallets and engaging with in-app games. The findings reveal that gamification experience significantly influences perceived utilitarian and hedonic values, which in turn enhance satisfaction and engagement, ultimately driving continuous usage and word-of-mouth intentions. The study theoretically validates a multidimensional framework for gamification experiences among e-wallet users in Vietnam who are digitally savvy. It provides practical implications for service providers targeting tech-savvy customer segments.